New campaign focuses on iconic Australian locations to attract international tourists

February 13, 2022

A new $40 million national tourism campaign - with the slogan ‘Don’t Go Small. Go Australia’ -focussing on Australia’s natural wonders such as Uluru and the Great Barrier Reef will be launched in the US and UK on Monday ahead of the return of international tourists on 21^st February.

Unlike previous campaigns that featured Australian celebrities Kylie Minogue, Ian Thorpe, Shane Warne and Adam Hills, the new ad campaign will feature iconic destinations and experiences from the Great Barrier Reef and Uluru, to Sydney Harbour and Melbourne’s laneways and will kick-off this week targeting tourists in United States of America and United Kingdom, across TV, print, digital and social channels.

The campaign will include outdoor activations in New York’s Times Square and London’s Piccadilly Circus. To reach peak audiences in the US, the TV ad will be broadcast in Los Angeles in the break ahead of the Olympics broadcast on Monday and just after the airing of the Superbowl.

Federal Minister for Trade, Tourism and Investment Dan Tehan said Tourism Australia had been prepared to ramp up its international marketing efforts once the border reopening was announced.

“The world has been waiting two years to get Down Under for a holiday and our latest ad campaign will remind them of what they’ve been missing.

“After COVID-19, the world is looking forward to taking a holiday and we want that holiday to be in Australia.

“Our message to tourists is: don’t go small. We want visitors to make the most of their holiday by filling their itinerary and doing as many things as possible and if they do they’ll be supporting the 660,000 jobs in our tourism industry and our tourism regions.

“This new campaign is just the first step in a long-term strategy to restart tourism to Australia, with further investment in tourism marketing campaigns internationally to come in the second half of the year.”

The existing Come and Say G’Day – Australia is Yours to Explore, which launched in Singapore ahead of its reopening, will continue to be rolled out in markets in Asia such as India, Malaysia, Indonesia, the Republic of Korea, Japan and Greater China as travel reopens.

Images fro top: Uluru; Great Barrier Reef; Kangaroo Island. All images credit: Tourism Australia

11th February 2022 - Victoria celebrates tourism excellence and resilience at latest industry awards

10th February 2022 - First Aboriginal Tourism Strategy Report Card released by Tourism NT

8th February 2022 - 2021 NSW Tourism Awards winners announced

6th February 2022 - United Nations report highlights importance of tourism in global economic recovery

4th February 2022 - Ecotourism Australia announces Elissa Keenan as new Chief Executive

4th February 2022 - Big Red Group develops partnerships to aid tourism recovery in North Queensland and NSW

3rd February 2022 - WTTC reveals tourism industry’s contribution to global GDP could reach $8.6 trillion in 2022

1st February 2022 - Tourism Industry Aotearoa says its time to plan for reconnecting New Zealand

27th January 2022 - Tourism Industry Council South Australia data shows plummeting business outlook

26th January 2022 - Tourism and research partnership expedites Great Barrier Reef recovery

26th January 2022 - Australian Tourism Industry Council calls for border restrictions to end

19th January 2022 - Northern Territory Government helps Aboriginal tourism businesses implement booking systems

17th January 2022 - Tourism Tasmania promotes King Island events and visitor experiences

12th January 2022 - TiCSA calls on South Australian Government to support state’s struggling tourism industry

11th January 2022 - Tourism Training Australia convenes summit to address critical state of Australia’s tourism workforce

29th December 2021 - 71 projects set to boost arts tourism in regional Australia

16th December 2021 - ATEC highlights need for government commitment to the tourism industry in light of Omicron

Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?

As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.